Employee & Internal Branding for Organizational
Excellence
3rd
August 2008, Pune
Reema Sarin
AVP - Marketing and Corporate...
Organizational Excellence
The journey towards organizational excellence is critical for any
organization to tremendously t...
Organizational Excellence
Employees are any organization’s MOST VALUABLE ASSETS
If External Communication is important to ...
What is it?
The capability of an organization to drive business results is
based on:
» Leadership
» Strategic Planning
» P...
Leadership
Qualities needed:
» Vision
» Discipline
» Commitment
» Systematic Approach
Strategic Planning
Align the organization's hierarchy design, culture and people to its
business strategy, objectives and ...
Process Management
Operate, Control, Evaluate and Improve the teamwork and
interconnected tasks with the goal of maximizin...
Knowledge Management
Share, maintain and institutionalize the intellectual wealth and
capabilities of the employee base
Benchmark for Excellence
Measure, analyze and assess the performance of your employees
against the agreed objectives every...
Work Collaboratively
» Cooperate, collocate and synchronize work tasks with the
employee base globally, clearly articulati...
» All internal communication should focus
on effective ‘brand positioning’ amongst
employees and should clearly
communicat...
Employee Branding
Organize formal and informal / fun employee programs
and create internal branding around it:
» Interacti...
Employee Branding
Organize employee family events every quarter”
Corporate Social Responsibility
Engaging employees in CSR programs is a very effective way to make
them identify with the ...
CSR
Public Relations
Encourage and train employees at all levels to become media
spokespersons for your company
Internal Communication
Disseminate an internal monthly Newsletter to share
organizational and employee news and achievemen...
Internal Blogging
An ‘Employee Blog’ is a powerful way to hear and talk internally
Employee Branding
Company Online Store of branded goods of high visibility is a MUST!
» Mugs
» T-Shirts / Shirts
» Caps
» ...
Employee Survey
Conduct annual Employee Survey to obtain feedback on what is working
and what is not in terms of employee ...
Key Take-aways
MAKE YOUR ASSETS LIVE AND BREATHE THE BRAND FOR
ORGANIZATIONAL EXCELENCE
•Develop employees as ‘brand ambas...
Create AWARDS
Recognition is everything!
Create quarterly / annual Employee awards for programs they
participate in.
Raise...
Re-Branding!
Vision
The Vision of the company was to be the undisputed global leader
in independent software testing by 2010
Old Brand Image New Brand Image
The Company Re-Brands!
A new dawn in the software testing industry
The Company’s new dawn!
Thank You
Any Questions?
Successful Re-branding –
A Case Study
» Earlier known as AppLabs Technologies – one of the
independent testing companies in India, providing a range of
testing ...
The company wanted a logo to represent Confidence
and Reassurance
Hence in May 2007 it launched its new ‘Brand identity’ o...
» Logo color – ‘blue' symbolizes ‘trust and honesty’
and favoured by those whose advice is sought and highly valued
» Type...
The new AppLabs
Thank you
of 33

National Seminar Learning from Leaders Series VII

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - National Seminar Learning from Leaders Series VII

  • 1. Employee & Internal Branding for Organizational Excellence 3rd August 2008, Pune Reema Sarin AVP - Marketing and Corporate Communications AppLabs
  • 2. Organizational Excellence The journey towards organizational excellence is critical for any organization to tremendously to improve its competitiveness in an ever changing marketplace.
  • 3. Organizational Excellence Employees are any organization’s MOST VALUABLE ASSETS If External Communication is important to get new customers, then Internal Communication is critical to communicate effectively to service those customers
  • 4. What is it? The capability of an organization to drive business results is based on: » Leadership » Strategic Planning » Process Management » Knowledge Management » Working Collaboratively » Benchmarking for Excellence » Enhancing Brand Visibility
  • 5. Leadership Qualities needed: » Vision » Discipline » Commitment » Systematic Approach
  • 6. Strategic Planning Align the organization's hierarchy design, culture and people to its business strategy, objectives and corporate values.
  • 7. Process Management Operate, Control, Evaluate and Improve the teamwork and interconnected tasks with the goal of maximizing organizational effectiveness and efficiency
  • 8. Knowledge Management Share, maintain and institutionalize the intellectual wealth and capabilities of the employee base
  • 9. Benchmark for Excellence Measure, analyze and assess the performance of your employees against the agreed objectives every Quarter.
  • 10. Work Collaboratively » Cooperate, collocate and synchronize work tasks with the employee base globally, clearly articulating all facts and the end objectives of all programs.
  • 11. » All internal communication should focus on effective ‘brand positioning’ amongst employees and should clearly communicate the organization’s Corporate Values and USPs. Employees globally and equally should identify them selves with the organization’s Brand Values. Enhance Brand Visibility
  • 12. Employee Branding Organize formal and informal / fun employee programs and create internal branding around it: » Interaction with senior management - for e.g. ‘Coffee with the CEO’ in batches where employees get an opportunity to interact with the CEO informally over a cup of coffee every month » Employee Wellness Programs » Collaborated with media and radio channels for on- ground promotions and quizzes » Group fitness, Aerobic classes for fitness freaks »
  • 13. Employee Branding Organize employee family events every quarter”
  • 14. Corporate Social Responsibility Engaging employees in CSR programs is a very effective way to make them identify with the corporate values the organization stands for. Ensure that you take on CSR projects involving group volunteer work, for e.g. » ‘Traffic Awareness programs; Blood Donation Camps; teaching at Government schools, ‘Walk for a Cause’, amongst others.
  • 15. CSR
  • 16. Public Relations Encourage and train employees at all levels to become media spokespersons for your company
  • 17. Internal Communication Disseminate an internal monthly Newsletter to share organizational and employee news and achievements
  • 18. Internal Blogging An ‘Employee Blog’ is a powerful way to hear and talk internally
  • 19. Employee Branding Company Online Store of branded goods of high visibility is a MUST! » Mugs » T-Shirts / Shirts » Caps » Backpack Bags
  • 20. Employee Survey Conduct annual Employee Survey to obtain feedback on what is working and what is not in terms of employee engagement programs, CSR activities, their brand perception, as well as to solicit new ideas and suggestions. MAKE YOUR ASSETS WORK FOR YOU LET YOUR EMPLOYEES DO THE THINKING!
  • 21. Key Take-aways MAKE YOUR ASSETS LIVE AND BREATHE THE BRAND FOR ORGANIZATIONAL EXCELENCE •Develop employees as ‘brand ambassadors’ of the organization •Creating a sense of belonging within the employee community •To help drive ownership and shared engagement •Encourage knowledge sharing
  • 22. Create AWARDS Recognition is everything! Create quarterly / annual Employee awards for programs they participate in. Raise their Profile in the organization and you WILL RETAIN them.
  • 23. Re-Branding!
  • 24. Vision The Vision of the company was to be the undisputed global leader in independent software testing by 2010
  • 25. Old Brand Image New Brand Image The Company Re-Brands!
  • 26. A new dawn in the software testing industry The Company’s new dawn!
  • 27. Thank You Any Questions?
  • 28. Successful Re-branding – A Case Study
  • 29. » Earlier known as AppLabs Technologies – one of the independent testing companies in India, providing a range of testing services across different verticals. » Brand Associations: » Bold, strong colours (purple & orange) » A young company » High volume testing » Brand Imagery: » Youthful energy as opposed to ‘Mature and as a Thought Leader’ The Old Branding
  • 30. The company wanted a logo to represent Confidence and Reassurance Hence in May 2007 it launched its new ‘Brand identity’ or ‘Logo’, based around the theme of a ‘Sunrise’ Why Sunrise? The ‘Sun’ is synonymous with ‘life, growth and optimism – And we can all be sure that the sun will rise every morning! What Re-Brand?
  • 31. » Logo color – ‘blue' symbolizes ‘trust and honesty’ and favoured by those whose advice is sought and highly valued » Typeface (font)– Serif indicates ‘gravitas and substance’ » Strap-line ‘no doubt about it’ signifies ‘consistency, reliability and confidence’, which summates the ultimate promise of the company – a confident statement that communicates the business benefit of the level of service and quality that the company aims to provides to its customers and partners The New Branding
  • 32. The new AppLabs
  • 33. Thank you

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